The campaign, which breaks on 18 April, has been created by Space and runs for eight weeks.
Activity is targeted at men aged 18-35 and consists of experiential, promotional, sampling and online. Brand experience activity will be rolled out across city centres and train stations around the country, including Birmingham, Edinburgh, Bristol and London. Consumers will also be able to join in the experience and sample the product at the Motorsport event at Brands Hatch on May 2-3.
The campaign also aims to reflect ‘ultra-balling', as seen in the recent TV ads created by Draftfcb. An stationary ultra ball will be used on the experiential roadshow, in which consumers can take part in the Silver Protect Challenge, by attempting to stay upright in the rotating ultra ball for as long as possible. The top 10 best scores will be displayed online and the winner will win a holiday to New Zealand for two.
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